How to use Google webmaster tools to improve SEO 2018

Google Search Console (formerly Webmaster Tools) gives you direct visibility into how Google sees your site and where your opportunities lie. Start by submitting your XML sitemap through the Crawl section—this ensures Google discovers all your pages efficiently rather than relying on random crawling. Check the Crawl Errors report regularly to identify pages Google can't access, which often indicates 404s, redirect chains, or blocked resources that are hurting your rankings. Fix these quickly since they directly impact your crawlability and indexation.

The Search Analytics report is your primary tool for understanding what's actually driving traffic. Filter by position to find keywords ranking in positions 11-20 where you're closest to the first page—these are your quick wins. A single position bump here often means tripling your impressions. Export this data regularly to track progress over time and identify seasonal patterns. Use the query data to inform your content strategy; if you're getting impressions for related keywords with low CTR, you probably need better title tags or meta descriptions that more directly match user intent.

Pay attention to the Mobile Usability report since mobile-friendliness is a confirmed ranking factor. Flag any site-wide issues like unplayable videos or blocked CSS files that prevent Google from rendering pages properly on mobile devices. For your clients' sites, the HTML Improvements section often reveals duplicate meta descriptions or title tag issues that are easy wins—fixing these across hundreds of pages can meaningfully impact CTR.

Use the Links report to understand your backlink profile and identify your strongest linking domains. This helps you understand what content earns links naturally, which you should replicate. Look for opportunities to earn links from similar sources by creating comparable content. Finally, verify multiple properties (www and non-www versions, HTTP and HTTPS) to avoid splitting metrics across versions—consolidate to one canonical version to concentrate your signal. Check Search Console at least weekly; it's your diagnostic dashboard for SEO health and the data here should directly influence your optimization priorities.